Tone of voice
Brand identity is the expression of your strategy through how it looks and sounds across all touchpoints. Ensuring your brand is articulated with clarity is essential to forming an emotional bond and ongoing loyalty with your consumer.
In most cases you will have direct competitors selling similar, if not the same products. Your brand identity works to demonstrate the factors defined in your strategy that make you, uniquely you. The emotional connectors that engage the consumer and position your product or service as more desirable. It’s what allows premium products to charge prices above the status quo.